Pulse Candy Joins Forces with Spider-Man: Brand New Day for Nationwide Campaign

The campaign brings together the excitement of Spider-Man: Brand New Day with Pulse Candy’s distinctive flavour, delivering the message, “Even Spider-Man Cannot Resist Pulse.”

The collaboration has been developed through a creative narrative that reimagines Spider-Man’s iconic persona alongside Pulse Candy’s irresistible appeal. The co-branded film showcases the superhero using his signature web to capture Pulse, while innovative outdoor installations extend the storytelling with larger-than-life visuals of Spider-Man reaching across adjoining billboards to grab the candy.

The integrated campaign will run from the last week of July to August 30 across digital, outdoor, cinema, retail and social media platforms. The initiative blends entertainment with brand storytelling to reinforce the message that Pulse Candy is so compelling that even a superhero cannot resist it.

At the centre of the nationwide 360-degree initiative are limited-edition co-branded packs, which transform the product itself into a powerful communication medium, enhancing visibility and providing consumers with an immersive way to experience the collaboration.

Commenting on the partnership, Arvind Kumar, Senior General Manager, Marketing, Confectionery, DS Group, said, “Pulse Candy has consistently built strong consumer connections by creating experiences that are innovative, culturally relevant and groundbreaking. Spider-Man is one of the world's most iconic entertainment franchises, with exceptional relevance among Gen Z while also enjoying immense cross-generational appeal. This collaboration reflects our continued focus on building Pulse Candy at the intersection of entertainment and popular culture. Through this campaign, we aim to deepen consumer engagement, strengthen brand affinity and create memorable experiences that celebrate the irresistible appeal of Pulse Candy.”

Speaking about the partnership, Shony Panjikaran, General Manager and Head, Sony Pictures Releasing International, India said, “Spider-Man has remained one of the world's most loved superheroes, captivating audiences across generations with his enduring appeal and inspiring stories. We're delighted to collaborate with Pulse Candy, one of India's most loved confectionery brands, on a campaign that creatively extends the excitement of Spider-Man: Brand New Day beyond the big screen. This collaboration offers fans a fun and engaging way to celebrate the film while creating memorable experiences through innovative consumer engagement.”

Spider-Man: Brand New Day follows a new chapter in Peter Parker’s life, where he fights crime full-time as Spider-Man in a world that does not remember him. The pressure of watching his old friends move on without him sparks a transformation in Peter that he may not be able to control. However, the change could also be the only way to stop a shocking new threat to the city and those he loves — a powerful villain no one can even see. While the world may have forgotten Peter Parker, he has not forgotten them.

Sony Pictures Entertainment (SPE) is a subsidiary of Tokyo-based Sony Group Corporation. SPE’s global operations include motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies.

Sony Pictures Television operates dozens of wholly-owned or joint-venture production companies around the world. SPE’s Motion Picture Group production organizations include Columbia Pictures, Screen Gems, TriStar Pictures, 3000 Pictures, Sony Pictures Animation, Stage 6 Films, AFFIRM Films, Sony Pictures International Productions and Sony Pictures Classics.